Director of Consumer Products & Retail

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Workplace: White City, London - 3 days a week in the office.

Closing Date: 2nd September 2025

The role

As a key commercial leader within ITV Studios' Brand Licensing team, the Director of Consumer Products will drive strategic growth in product licensing across all retail channels including local and international retailers, digital commerce, and direct to consumer platforms. This role plays a critical part in executing ITV’s ‘More Than TV’ vision, taking our much loved IP beyond the screen and into consumers' hands. The successful candidate will lead initiatives that grow our licensed product business across categories (toys, apparel, home, publishing, health & beauty, kitchenware and more), delivering innovation through retail and eCommerce partnerships, and deepening brand engagement with consumers.

This is a high-impact role requiring strong commercial acumen, a deep understanding of the global retail ecosystem, and the ability to translate IP into culturally relevant, trend-driven consumer products

Main responsibilities

RETAIL AND LICENSING STRATEGIC EXECUTION

• Lead ITV Studios’ UK & International retail programmes across major channels including grocery, mass, specialist and eCommerce retailers.
• Manage strategic joint business planning with top retailers and key licensees, aligning on brand objectives and driving commercial success.
• Collaborate closely with the VP and senior stakeholders to deliver best-in-class product ranges across core IPs.
• Pitch franchises and campaigns to senior buying teams, crafting persuasive, insight-driven proposals.
• Own the development plan for ITV Studios direct to consumer (DTC) channels working with operational partners to maximise opportunities for growth.

COMMERCIAL GROWTH & BUSINESS DEVELOPMENT

• Build strong retailer and licensee relationships to optimise brand placement, product range development and sell-through performance.
• Work with VP of Consumer Products & Retail to identify new business and category opportunities through market analysis, consumer trends and competitor benchmarking.
• Actively seek high-value commercial partnerships that maximise royalty revenue, product visibility and brand equity.
• Partner with Social, Creative and Marketing teams to deliver omni-channel commerce strategies including marketplace listings (e.g. Amazon), tCommerce, and social commerce activations.
• Champion the optimisation of digital retail assets, online merchandising, and CRM insights to drive conversion and brand engagement.
• Monitor key online sales KPIs and collaborate on performance optimisation initiatives.

BRAND & PRODUCT DEVELOPMENT

• Oversee development of trend-led, fan-first consumer products that authentically reflect ITV IP and resonate with target demographics.
• Support creative development and range planning with licensees, ensuring consistency, compliance and premium brand representation.
• Contribute to global brand expansion, including territory-specific adaptations.

CROSS-FUNCTIONAL & PARTNER COLLABORATIONS

• Work in tandem with internal ITV stakeholders (e.g. Production Labels, Marketing, Creative, Legal) to deliver integrated consumer product campaigns.
• Collaborate with cross-divisional teams (e.g. Show integrations and live experiences) to create cohesive brand activations under one lens.
• Represent ITV Studios at key industry trade shows, retail forums and brand summits.

COMMERCIAL NEGOTIATIONS

• Drive high-value negotiations with retailers, licensees, and eCommerce platforms, securing best-in-class deals that drive margin and reach.

BRAND PROTECTION

• Champion IP integrity and compliance across all product lines, working closely with legal and global compliance teams.

MAXIMISING COMMERCIAL EXPOSURE

• Drive visibility of ITV Studios’ brands to unlock commercial growth opportunities across all channels, assessing where and how to drive revenue versus exposure

PARTNER MARKETING OVERSIGHT

• Work with partners and the Brand Operations Team to ensure successful execution of Brand, PR and marketing campaigns aligned with brand objectives.

REPORTING, ANALYTICS & BUDGETING

• Ensure all opportunities, leads, and commercial activity are tracked using SalesForce. Maintain an up-to-date contact database of licensees, agents, and partners.
• Maintain accurate forecasting and tracking of sales, royalties and marketing spend.
• Use consumer insights, retail data and performance analytics to inform strategic planning and campaign optimisation.

Skills you’ll need (minimum criteria)

• Extensive experience in consumer products, retail licensing or related commercial retail roles – ideally within entertainment, lifestyle, or toy sectors.
• Proven ability to manage top-tier retail accounts and deliver brand licensing strategies at scale.
• Track record in eCommerce/digital sales performance and familiarity with DTC trends, marketplaces, and social commerce tools.
• Demonstrated success leading partner negotiations and commercial planning cycles.
• Experience delivering growth through insight-led strategy, trend forecasting and collaborative stakeholder engagement.
• Ability to present complex information and maintain creative brand standards
• Commercially astute with strong negotiation and relationship-building skills.
• Data-literate with the ability to interpret consumer/retail data and inform decisions.
• Confident communicator and skilled presenter with senior external stakeholders.
• Highly organised, adaptable and thrives in a fast-paced, matrixed environment.
• Collaborative team player with a proactive mindset and results-driven approach.

Other things we’re looking for (key criteria)

• Excellent communication skills – written and verbally
• Strong presentation skills and collaboration skills are a must
• Strong interpersonal skills and relationship builder
• Team player - works well independently but also collaboratively as part of a wider commercial team

Seniority level

• Seniority level

  Director

Employment type

• Employment type

  Full-time

Job function

• Job function

  Sales and Marketing

• Industries

  Media Production and Broadcast Media Production and Distribution

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